“Why can’t we all just get along?”

As if anyone has been clamoring for the lost episodes of the Gilmore Girls, Warner Brothers announced today that they will launch two of their own video portals. TheWB.com and KidsWB.com. The press release cited Mattel, McDonald’s and Johnson & Johnson as marketing partners, but wasn’t specific as to which (or both) properties.

My question - Why? Hulu is already doing some heavy lifting and creating the non-YouTube destination for high quality, licensed content from TV. Why not join in the fun, creating a bigger, better Hulu with even more of your favorite content? The release also cites multiple partners for multi-platform syndication including Comcast Cable, Fancast.com, AOL, a number of mobile carriers, and an application on Facebook for integration of Facebook’s social utility on TheWB.com, and TheWB.com’s entertainment content on Facebook. Clearly they are up for sharing their content.

The complaint I hear most (although seriously doubt its validity) is that people don’t know what stations their favorite programs are on. If you miss an episode of 30 Rock, they claim not to know to check NBC.com. But I can’t fathom that having a new URL/destination site that is named after a channel that no longer exists is going to help the matter. Glad I’m not jonesing for some Dawson’s Creek reruns. (please note the deep sarcasm) Seems like some major media companies will remain content with a fragmented media landscape.